Faith has had a deep engagement with the DIY, hardware and building materials market since it was established in 2003. Both its founders worked in the industry on the client side, and have over the last twenty years created and managed many successful advertising and marketing campaigns, for a diverse range of products.
Independent retailers including Mitre 10, Home and Thrifty-Link Hardware have benefitted from a range of creative and strategic advertising solutions provided by Faith. This has included catalogues, television, digital, loyalty club programs and local area marketing.
Faith worked on the Fiskars brand, one of the oldest companies in the world for ten years. Their Finnish range of garden tool and yard care products, including cutting tools that embrace pruners and loppers, axes and block splitters as well as digging tools. In addition to this segment of gardening we produced a range of materials for UK gardening brand, Hozelock.
For three years we worked with Carter Holt Harvey, one of Australia’s most important producers of wood based products including particleboard brands, Structaflor, Laserframe R–flor and a termite resistant flooring product Terminator.
The Faith design team also oversaw the consolidation of 25 state brands and 65 products brands to form Australias largest cement and dry mix company- Cement Australia.
Laserlite, was the only brand of polycarbonate roofing specifically designed made and tested for Australia’s unique conditions. Residential as well as commercial markets constitute a major focus for the brand. Faith produced creative and digital solutions for them including a new website platform that optimised search, product application and selection. SEM, SEO and online display advertising were all geared to maximise paid and earned effectiveness.
Smorgon Steel was also an important client. Prior to being acquired and merged with Bluescope, Smorgon Steel was involved in supplying steel reinforcing products to the construction and building sectors. A new market positioning was developed as well as a new website and a range of collateral material, new trade and consumer advertising.
The steel industry is characterised by capital intensity, slim profit margins and highly aggressive competition. Against this backdrop, and over several years Faith was able to provide Smorgon/Bluescope with a responsive, creatively driven communications strategy that clearly understood the technical demands of varying target audiences.
Today, we continue to keep abreast of the needs of this market through clients such as Britex Cleaning products who we have handled for three years and whose products are distributed through Bunnings outlets nationally. Using an array of digital advertising, and social media we have continued to grow the business in a challenging market.
In this market segment at both a B2B and B2C level Faith has demonstrated a keen insight into the needs of the both the supplier and independent retailer market for building material products. We understand the ‘pathway to purchase’ of both trade and retail customers and their unique needs for relevant information. Our experience, insights and skills make us ideally suited to work this growing and changing market.